Yukimi Daifuku was an ice cream that had been sold exclusively during the winter season in Japan for almost four decades. Lotte Co., Ltd. (Lotte) entered the ice cream market thirty years after its major competitors, so the company strategically targeted the ice cream off-season, when other producers were not promoting their products. Lotte successfully grew the product’s sales, and Yukimi Daifuku became an iconic winter ice cream in Japan. However, the external environment surrounding Yukimi Daifuku had undergone significant changes, and in 2018, Lotte decided to sell the product year-round in order to boost availability and sales. Yukimi Daifuku saw sales momentum in 2019, but growth stalled in 2020. Without the benefits of its historical (and iconic) off-season position, Yukimi Daifuku faced the challenge of thriving in the competitive Japanese ice cream market. In addition, the patent on the product development process of Yukimi Daifuku was set to expire in March 2021. Without the iconic winter ice cream positioning and patent—the two key factors for their forty-year success—what were the next steps needed for the Yukimi Daifuku Branding Division for the product?